The odds look pretty slim for fending off an alien invasion with UFOs menacingly hovering about, causing individuals to disappear. Two scientists see the handwriting on the wall, figuring they have better odds if they exit the crisis at hand and instead play the New York Lottery’s Take 5 game which gives players a one in nine chance of winning.
Tom Kuntz of MJZ directed this comedy spot conceived by McCann New York, for which a fleet of spaceships was created by Eight VFX.
Client New York Lottery Agency McCann New York Eric Silver, North American chief creative officer; Sean Bryan, Tom Murphy, chief creative officers, NY; Mat Bisher, Dan Donovan, executive creative directors; Jason Ashlock, Dominick Baccollo, creative directors; Johan Leandersson, sr. art director; Andy Sciamanna, sr. copywriter; Nathy Aviram, chief production officer; Tamara Lecker, sr. producer; Eric Johnson, SVP, executive music producer; Dan Gross, music producer; Laura Frank, VP, strategy director. Production MJZ Tom Kuntz, director; David Zander, president; Ericks Krumins, sr. exec producer. Editorial Rock Paper Scissors Carlos Arias, editor; Eve Kornblum, exec producer; Maria Lee, assistant editor; Taylor Colbert, producer. VFX Eight VFX, bicoastal Jean Marc Demmer, ECD/VFX supervisor; Baptiste Andrieux, managing director/exec producer; Abbe Daniel, exec producer; Shira Boardman, exec producer; Luc Job, sr. lead flame artist; Julien Aucouturier, flame artist; Gavin Guerra, CG supervisor/animation; Santosh Sailesh, CG animation; Hilary Downes, producer; Keigo Tanako, VFX coordinator. (Toolbox: Maya, Flame, Nuke). Music Cavalry Audio Post Heard City Telecine Company 3
For the global EX30 Cross Country launch, Volvo and creative agency Forsman & Bodenfors wants to de-dramatize the outdoor experience--and remind people that small trips into nature can be grand experiences.
Cross Country is Volvo’s concept of turning their regular cars into more outdoor-capable versions, with higher ground clearance, all-wheel drive and other features making it more capable and off-road ready. And now, the compact, fully electric EX30 becomes available as a Cross Country version. It’s a small car designed for big experiences, made to elevate both urban living and outdoor adventure, and to bring people closer to nature.
“With Volvo being such a human-centric brand, it felt natural to focus on the human side of nature. The child’s perspective became the perfect metaphor for this, to spend time in nature on nature’s terms,” said Karl Risenfors, creative at Forsman & Bodenfors.
In a category that often portrays epic journeys deep into the wilderness, the campaign serves as a reminder that even everyday adventures can be memorable experiences. Thus this launch spot--directed by Marcus Ibanez via production company New-Land--shows nature through the point of view of a child. A child’s imagination and perspective generates a visual metaphor for the magic that nature can bring, no matter the scale of the adventure.
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